In time for tonight's 2016 MLB All-Star Game, an Under Armour Running campaign from Droga5 New York debuts with a TV and digital spot titled “Numbers” which features National League MVP and four-time All-Star, outfielder Bryce Harper. Directed by Aoife McArdle via production houses Somesuch and Anonymous Content, “Numbers” tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper’s brilliance comes not from statistics, but from the first step and pivot in the batter’s box.
The overall global marketing campaign is driven by the tagline “It Comes From Below,” showing that every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.
Credits
Client Under Armour Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Felix Richter, Alexander Nowak, group creative directors; Bryan Wolff, copywriter; Daniel Sumarna, art director; Sally-Ann Dale, chief creation officer; David Cardinali, executive producer; Troy Smith, associate producer; Jonny Bauer, global chief strategy officer; Harry Roman, head of strategy; Sam Matthews, strategy director; Colleen Leddy, head of communications strategy; Hillary Heath, communications strategy director; Kathryn Ruoco, communications strategist; Newman Granger, strategist; Anthony Khaykin, sr. data strategist. Production Somesuch and Anonymous Aoife McArdle, director; Sally Campbell, Tim Nash, founding partners, Somesuch; Eric Stern, managing director, Anonymous; SueEllen Clair, exec producer, Anonymous; Laurie Boccaccio, producer; Steve Annis, DP; Yianni Papadopoulos, production manager. Editorial Final Cut Dan Sherwen, editor; Geoff Hastings, cutting assistant, NY; Leila Gaabi, assistant editor, UK; Sarah Roebuck, exec producer; Jen Sienkwicz, head of production; Frankie Elster, producer (UK); Jamie Nagler, producer (NY). Postproduction BlackSmith Charlotte Arnold, exec producer; Megan Sweet, producer; Iwan Zwarts, VFX supervisor. Music/Sound Design Siren/Factory Sean Atherton, partner & company director
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
